Deck 3: The Psychology of Selling: Why People Buy

Question 1

Parmjeet has had bad experiences with a particular computer brand.Which term best describes Parmjeet's learned predisposition toward this computer brand?

A) attitude
B) belief
C) feeling
D) trait
E) motive

Answer 1

A

Question 2

What process is based on the theory that,only a portion of all the information an individual is exposed to is chosen to be organized,interpreted,and retained in the person's mind?

A) selective retention
B) selective distortion
C) selective reception
D) perception
E) selective exposure

Answer 2

E

Question 3

Stuart McKenzie owns a small fast food restaurant.He has experienced significant sales growth and wants to hire an additional cook to handle the extra volume.John Pinskie,a representative for a company that sells kitchen equipment,stops by for a regular sales call.After a conversation between the two about the opportunities and challenges facing the restaurant,they agree to upgrade the kitchen equipment allowing the current staff to double their output,eliminating the need for extra staff.Which of the following statements best describes what John did?

A) focused on his own need to increase his compensation
B) helped Stuart identify what he really needed
C) connected with Stuart at an emotional level
D) created little value for his customer
E) changed Stuart's emotional state

Answer 3

B

Question 4

Which of the following terms best describes the process of acquiring knowledge or a behaviour based on past experience?

A) Belief establishment
B) Perception
C) Learning
D) Attitude modification
E) Self-awareness modification

Question 5

John is thinking of buying a new car.He has his mind set on a new European sports car that he believes offers great performance and is of high quality.During the sales process,the salesperson correctly mentions to John that repairs on this vehicle tend to be expensive and need to be done twice as often as other sports cars.John ignores this fact in making the purchase decision as he internalizes the need for frequent maintenance as a sign that the car will always be in top condition.Which of the following terms describes John's perceptual mental process?

A) selective exposure
B) selective retention
C) selective input
D) selective distortion
E) perception

Question 6

According to the text,which of the following terms best describes a direct or indirect group of individuals that may shape a buyer's decision-making process at an emotional level?

A) circle of influence group
B) reference group
C) management group
D) economic group
E) psycho-social group

Question 7

Which of the following statements is correct?

A) Needs are much more motivational than wants for the average Canadian.
B) Having a clean safe place to live is a basic want for the average Canadian.
C) Needs are often easily met in Canada by the average Canadian.
D) Basic food is a want, and a ski vacation is a need, for the average Canadian.
E) All of these choices are correct.

Question 8

Which term best describes a buyer's distinguishing character traits,attitudes,and habits?

A) real self
B) self-concept
C) self-image
D) personality
E) ideal self

Question 9

Every morning,Jacquie needs her caffeine.She has learned to meet that need by seeking out a Tim Hortons coffee location that sells an extra-large double/double (an especially large cup of coffee).Which term best describes Jacquie's preferred method of obtaining caffeine?

A) belief
B) perception
C) want
D) distortion
E) opportunity

Question 10

Wants are defined as discretionary items on the "would like to have" level.Which situation below would be considered a want (as opposed to a need)?

A) Jake needs/wants food.
B) Jake needs/wants water.
C) Jake needs/wants transportation.
D) Jake needs/wants a Dodge pickup truck.
E) None of these answers would be considered a want.

Question 11

Which of the following groupings represents Jung's human awareness characteristics?

A) self-awareness and emotional intelligence
B) thinking, intuiting, feeling, and sensing
C) thinking, sensing, and intuiting
D) self-awareness, thinking, sensing, and rationalizing
E) None of these choices are correct

Question 12

Why is the process by which prospective buyers "internalize" or consider the information presented by the salesperson,is referred to as a black box?

A) for every action there is a reaction
B) we cannot see into the buyer's mind
C) it's like a black hole in space-things go in, and are never heard from again
D) for every stimulus, there must be a response
E) there is a tendency on the part of prospects to not trust what they are told by salespeople

Question 13

Which of the following reasons would you classify as NOT being an emotional factor for purchasing a particular product?

A) fear
B) comfort or luxury
C) desire for gain
D) need to save money
E) self-preservation

Question 14

According to the textbook,which of the following statements about economic needs is true?

A) An economic need refers to the buyer's need to purchase the most satisfying product for the money.
B) Economic needs are often associated with emotional factors.
C) An economic need refers to the buyer's need to behave in an economically rational manner and buy the lowest priced item available.
D) Economic needs are usually the only factor that shapes the buying decision.
E) Many salespeople correctly assume that people base their buying decisions solely on price.

Question 15

Tony trusts and has confidence that Mary will sell him only products that meet his current and future needs.Which of the following best describes Tony's predisposition toward Mary's advice?

A) attitude
B) belief
C) learned experience
D) perception
E) motive

Question 16

Different individuals have different reasons for wanting to buy.Therefore,the salesperson must:

A) be sure to have her product available to the prospect when the relevant need occurs.
B) be sure to have his product available to the prospect when the relevant want occurs.
C) rely on the prospect to see that the good or service will satisfy her relevant need/want.
D) make sure his sales presentation appeals to all possible needs/wants.
E) determine a prospect's needs; then match the product's benefits to that particular prospect's needs and wants.

Question 17

Customers make buying decisions based on both psychological and rational reasons.Which from the following list is NOT a psychological factor that influences the buying behaviour?

A) personality
B) culture
C) attitudes
D) learning
E) values

Question 18

According to the text,which of the following is the most difficult challenge a salesperson faces?

A) Changing positive attitudes and beliefs
B) Changing negative attitudes and beliefs
C) Changing customer's perceptions
D) Projecting a service attitude
E) Dealing with irate customers

Question 19

Which of the following statements describes a "feeler" personality style?

A) Samuel tends to be very precise with work.
B) Sarah tends to be detail oriented.
C) Mike likes to get involved in policymaking.
D) Susan and Marc are action oriented.
E) Carlos is people oriented.

Question 20

A prospect forgets a product's advantages that were stressed by the salesperson because those advantages were not consistent with the prospect's attitudes and beliefs.Which of the following mental processes is likely occurring?

A) selective retention
B) selective reception
C) selective exposure
D) selective recognition
E) selective dissonance

Question 21

This personality type places high value on innovation,concepts,theory,and long-range thinking.When closing the sale,it is important for the salesperson to stress time limitations on acting.What personality type best fits this narrative?

A) senser
B) instigator
C) intuitor
D) feeler
E) thinker

Question 22

In which phase of the buying decision process does a buyer rate his or her preferences among products he or she is considering buying?

A) need arousal
B) information collection
C) information evaluation
D) purchase evaluation
E) alternative selection

Question 23

Anthony always orders the same kind of pasta at his favoured Italian restaurant.Tonight,he walks into the restaurant and almost by instinct orders the same pasta dish.What kind of buying decision is Anthony likely making,according to the text?

A) routine
B) instinctual
C) automatic
D) preconscious
E) habit formed

Question 24

What is likely to happen if a salesperson shows a customer how to properly use a product and makes realistic claims about the product?

A) reduction in satisfaction
B) lowering of the buyer's level of dissonance
C) increase in dissatisfaction
D) reduction in routine decision making
E) all of these choices are correct

Question 25

Imagine you sell envelopes,and you have just made a sales call on Mr.Pressley.You find his desk is a total mess.Mr.Pressley is working with his tie loose and seems very action oriented and assertive.What conclusion would you make about Mr.Pressley's personality type?

A) senser
B) instigator
C) intuitor
D) feeler
E) thinker

Question 26

Jonathan often is rigid,impractical,and a poor listener.According to the text,which personality style fits Jonathan best?

A) senser
B) instigator
C) intuitor
D) feeler
E) thinker

Question 27

The purchasing agent the salesperson is calling on,seems to be a very knowledgeable,future-oriented person,but is a poor listener and at times seems completely out of touch with the sales presentation being given.Which of the following personality styles best describes this purchasing agent?

A) senser
B) instigator
C) intuitor
D) feeler
E) thinker

Question 28

Jo,a purchasing agent is neatly dressed and very precise.As the salesperson begins his presentation,she asks him for the details of how he arrived at his projected sales figures.Which personality type do you believe best describes Jo?

A) senser
B) instigator
C) intuitor
D) feeler
E) thinker

Question 29

Lauren's personality type strength is her spontaneity,persuasive powers,and loyalty.Which of the personality types would best describe Lauren?

A) senser
B) perceiver
C) intuitor
D) feeler
E) thinker

Question 30

Imagine you are a textbook salesperson,and you know your prospect places high value on action.The key point is for you to be brief and to the point.In fact,you decide to use mostly graphs and diagrams in your presentation to help your prospect visualize your presentation.Which type of personality type likely describes this prospect?

A) feeler
B) instigator
C) intuitor
D) senser
E) thinker

Question 31

According to the text which of the following is identified as a decision classification?

A) unconscious
B) limited
C) unlimited
D) elaborate
E) ego-based

Question 32

Raj is excited.His prospect has just said "Yes," and signed the paperwork on what has now become the biggest sale Raj has made in his short two-year selling career.He is obviously happy as he sits across the desk from his newest customer.What should Raj do now?

A) Discuss the buyer's expectations concerning a delivery schedule of the product.
B) Stop talking about the product ordered, pack his briefcase, and leave his customer's office.
C) Invite the prospect out for a meal.
D) Discuss his company's payment expectations.
E) Discuss the buyer's expectations for the product.

Question 33

During a sales presentation,you,as the salesperson,must be prepared to correct a negative impression the prospect may have about a product.What must you be prepared to do?

A) Alter the importance of the attributes-make quality and service more important than price.
B) Bring out unnoticed attributes of your products.
C) Alter the buyer's beliefs about your product(s) and/or your competitors' products.
D) Change the person's search for the "ideal" product into a more "realistic" product.
E) All of these choices are correct.

Question 34

Beth recently bought a new bread-making machine.She had high expectations for the new machine,and paid "top dollar" to get the accessories on her machine that she considered important.After owning the machine for two weeks,she feels she has received even more benefits from the purchase of this bread maker than she expected.Which term best describes Beth's feelings toward the purchase of this bread-making machine?

A) pre-purchase behaviour
B) purchase satisfaction
C) dissatisfaction
D) dissonance
E) pre-purchase evaluation

Question 35

When a consumer gives little thought or time to the purchase of a product she is in the habit of buying,she is making what kind of buying decision?

A) routine
B) limited
C) extensive
D) high-involvement
E) preconscious

Question 36

Robin,a sales agent is about to make a presentation to William,a purchaser for a major car dealership.In preparing her presentation,Robin decides to include information relating to how the new line of cars will impact the dealership's sales force.What conclusion do you believe Robin has made about William's personality type?

A) He is a senser
B) He is a self-motivator
C) He is rational
D) He is a feeler
E) He is a thinker

Question 37

According to the text,the steps of the buying decision process,in their correct order,are:

A) need arousal, collection of information, alternative selection, purchase decision, post-purchase evaluation
B) need arousal, alternative determination, information gathering, purchase decision, purchase evaluation
C) need arousal, collection of information, information evaluation, purchase decision, post-purchase behaviour
D) need arousal, information collection, purchase, purchase evaluation, repurchase
E) need arousal, purchase, purchase evaluation, post-purchase behaviour, repurchase

Question 38

Which of the following choice(s)is (are)paramount information to a salesperson in helping him/her effectively close a sale?

A) What product attributes are important in the buying decision-price, quality, service
B) What are the most important attributes
C) What are the prospect's attitudes toward your product and your competitors' products
D) What level of satisfaction is expected from buying the product
E) All of these choices are correct.

Question 39

Paula is questioning how wise it was for her to have purchased such a complex software system for her business.She is actually thinking about returning it.Which of the following terms describes Paula's post-purchase feelings?

A) Post-purchase evaluation
B) Dissatisfaction
C) Cognitive dissonance
D) Satisfaction
E) Purchase evaluation

Question 40

Mr.Kwong has made a decision to buy a state of the art widescreen television.Which of the following circumstances may make Mr.Kwong change his mind?

A) the attitude(s) of others
B) the perceived risk of buying the product
C) uncontrollable factors, such as inadequate financing
D) after Mr. Kwong agrees to by the television, the sales person continues to demonstrate the benefits associated with Mr. Kwong's choice
E) all of these choices are correct

Question 41

This kind of buyer cares very much about perceptions,status,and approval.They are impulsive,colourful,and egocentric.What style fits this description?

A) Show-offs
B) Analyticals
C) Amiables
D) Expressives
E) Drivers

Question 42

Dorothy scheduled an important meeting with a potentially big buyer and is worried about how to determine the buyer's social style.What advice would you provide Dorothy?

A) Use her head
B) Use her eyes
C) Use her ears
D) Use her mouth!
E) All of these choices are correct

Question 43

In the stimulus-response model of consumer behaviour,information about why consumers do or do not buy is hidden in the black box.

Question 44

Buyers that are primarily results oriented and focused primarily on the bottom line are likely to be associated with which style?

A) Mean spirited
B) Drivers
C) Amiables
D) Analyticals
E) Anti-Social

Question 45

A fellow salesperson asks you for advice on how to present to customers that have a "Driver's" style.What would you tell your colleague?

A) Be prepared.
B) Stay focussed on the business at hand.
C) Show confidence.
D) Be prepared for ruthlessness in negotiations.
E) All of these choices are correct.

Question 46

According to the text,"Gatekeepers" in organizations typically have which of the following characteristics?

A) Control over information flow
B) Control over financial decisions
C) Control over information storage
D) Control over routine or immaterial expenses
E) Control over sales strategies

Question 47

Francois,is about to meet Kevin a buyer he believes will react well to his attempts to build rapport by being prepared and,by keeping their discussions factual and business related.Based on this short narrative,what is Francois' understanding of Kevin's negotiation style?

A) Expressives
B) Drivers
C) Analyticals
D) Amiables
E) Know-it-alls

Question 48

Extensive buying decisions usually have which of the following characteristics?

A) the buying decision is difficult to make
B) the buyer believes there is more at stake relative to other buying decisions
C) the buyer may become frustrated or confused during the decision-making process
D) the buyer is highly involved in the buying decision
E) all of these choices are correct

Question 49

Salespeople help their prospects make the choice to buy or not buy a product.What must salespeople understand in order to help the customer make the correct choice?

A) the various factors that can influence a buyer's decision
B) how to encourage customers to experience purchase dissonance
C) the material taught in advanced psychology classes
D) all that is involved in the psychological processes a buyer goes through in making a purchase decision
E) all of these choices are correct

Question 50

Charles tends to react by "checking his gut" versus facts when approaching particular sales related situations.What classification would best fit Charles?

A) Irrational
B) Drivers
C) Amiables
D) Analyticals
E) Expressives

Question 51

These customers are typically described as cautious,reserved,methodical,and have a strong need for facts and figures.Which of the following styles fits these types of customers?

A) Analyticals
B) Thinkers
C) Expressives
D) Drivers
E) Amiables

Question 52

A mother looking to purchase a car for her daughter,approaches a salesperson looking for help.From the list below,what information should the salesperson NOT worry about attaining?

A) The role the mother will play in the process
B) Will they buy today?
C) Will the mother influence the purchase?
D) Who will use the car?
E) Who will make the final decision?

Question 53

Which of the following is NOT described in the text as a Social Style?

A) amiables
B) expressives
C) analyticals
D) approachables
E) drivers

Question 54

Brad tells Ricardo that only a "privileged few will have the honour of purchasing such an expensive and rare automobile,and his friends will be impressed." What kind of assessment is Brad making about Ricardo's style?

A) Ricardo is Amiable
B) Ricardo is Expressive
C) Ricardo is Rational
D) Ricardo is Analytical
E) Ricardo is Condescending

Question 55

Large organizations often have complex buying decision processes and buying centres of influence? Which of the following would you NOT identify as a typical role played in a buying centre?

A) buyers
B) influencers
C) importers
D) deciders
E) users

Question 56

Joe is familiar with a particular brand of motorcycle; however,he is not completely aware of all the features associated with this particular brand of motorcycle.What kind of buying decision would best fit this scenario?

A) routine
B) unconscious
C) extensive
D) perceptual
E) limited

Question 57

Negotiating in a manner which builds trust is most effective with which style of customer?

A) Friendlies
B) Analyticals
C) Drivers
D) Amiables
E) Expressives

Question 58

Which of the following best describes the notion of perception?

A) sees, hears, and remembers information
B) hears, distorts, and confuses information
C) selects, organizes, and interprets information
D) filters information
E) filters and remember information

Question 59

Which of the following statements should you never use when dealing with an "Amiable" style buyer?

A) "One of our current customers loves our products."
B) "Don't take it personally."
C) "Let me tell you about the last time I used this product."
D) "I feel you will find this product will meet all your expectations."
E) "As always, it is great to see you again."

Question 60

Self-confidence,assertiveness,and potential aggressiveness are common traits associated with which style?

A) Analyticals
B) Complainers
C) Drivers
D) Amiables
E) Expressives

Question 61

People with strong economic needs will consider only price in a purchase situation.

Question 62

Having a strong social media presence is a necessary but NOT a sufficient condition in fostering a good corporate image.

Question 63

One way for a salesperson to overcome a buyer's selective exposure mechanisms is to give a sales presentation which appeals to all five of the buyer's senses.

Question 64

The stimulus-response model of buyer behaviour assumes a prospect will respond in some unpredictable manner to a sales presentation.

Question 65

It is easy to make a sales appointment with "Amiables," but be warned they are a hard group to close business with.

Question 66

Buyers are NOT always fully aware of their needs.

Question 67

A Senser personality style tends to be action oriented.

Question 68

A low level of need awareness enables the salesperson to focus on the most appropriate product for the buyer's situation.

Question 69

Selective distortion occurs when information received is NOT congruent with a person's beliefs and attitudes.

Question 70

Susan is taking a sales trip to Singapore to potentially acquire a large retail customer.Given that English is widely spoken in Singapore and the fact her host knows she is from Canada,learning about the local culture will be of little value.

Question 71

Wants are usually classified as discretionary.

Question 72

A person's attitude is developed through experience.

Question 73

People's wants result from a lack of a basic requirement for human life.

Question 74

Elizabeth purchased a Toyota Camry because it is good value,offering Elizabeth the most satisfaction for the money.This is an example of Elizabeth meeting an economic need.

Question 75

Reference groups do NOT directly impact a person's buying decision.

Question 76

Katarina puts on an expensive watch and is trying to decide if she should buy it.Suddenly,she begins to wonder if her friends will like it.Her friends in this case are one of her reference groups.

Question 77

Regardless of who they're speaking with,salespeople should assume that this person is capable of making the purchase right then and there.

Question 78

To boast his image,Jon decides to buy an expensive sports car.Jon is most likely characterized as an Amiable.

Question 79

Buyers with limited needs awareness think they know what product they should buy.It is the role of an effective salesperson to uncover true needs.

Question 80

The major challenge facing sales people is to remain true to his/her personality style,while facing a buyer with a different personality style.